Ballmer Sees Traditional Media As Dead Men Walking

Microsoft CEO Steve Ballmer sees traditional media as a dying advertising medium and that digital content will be the cause of their demise within 10 years.

Speaking at the Cannes Lions International Advertising Festival, Ballmer said the global advertising economy is moving to the digital space and that traditional media that does not move to the opportunities will be left behind, the UK Guardian reported.

"There won't be [only traditional] newspapers, magazines and TV programmes. There won't be [only] personal, social communications offline and separate. In 10 years it will all be online. Static content won't cut it in the future," he added.

"For media businesses to successfully evolve they must provide the right combination of context and relevance to make a compelling online proposition for consumers, according to Ballmer," the online newspaper reported.

About the author

Frank Watson has been involved with the Web since it started. For the past five years, he headed SEM for FXCM -- at one time one of the top 25 spenders with AdWords. He has worked with most of the major analytics companies and pioneered the ability to tie online marketing with offline conversion.

He has now started his own marketing agency, Kangamurra Media. This new venture will keep him busy when he is not editing the Search Engine Watch forums, blogging at a number of authoritative sites, and developing some interesting online community sites.

He was one of the first 100 AdWords Professionals, a Yahoo and Overture Ambassador, and a member or mod of many of the industry forums. He is also on the Click Quality Council and has worked hard to diminish click fraud.